Renowned Nigerian music video producer Agah Chinecherem Alexandra, popularly known as Andrawine, believes Africa’s rising influence in global music will only endure through cultural respect, intentionality, and meticulous creative planning.
In an interview with Saturday Sun, Andrawine emphasized that achieving global relevance in visual storytelling requires a careful balance between authentic African identity and world-class production standards.
“Global appeal doesn’t mean abandoning culture,” she said. “It’s about creating visuals that are intentional, respectful, and cinematic.”
She highlighted the importance of strong pre-production, including detailed shot lists, art direction, and a team aligned with the project’s vision. According to Andrawine, these foundations allow for high-end lighting, camera movement, set design, and editing while maintaining an unmistakable African essence.
Having worked on major projects such as “Survivor” by Charlotte featuring Davido, “Bounce” by Bella Shmurda featuring Seyi Vibez, and “Afroculture” by Flavour featuring Baaba Maal, Andrawine said every project requires understanding its unique “heartbeat.”
Her creative philosophy focuses on honoring culture, connecting with the artist, and staying true to emotion, resulting in visuals that range from raw street energy to global sophistication.
“At the end of the day, I create from authenticity,” she said. “Culture isn’t something I copy; it’s something I respect and interpret through a cinematic, feminine lens.”
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